Reversing Ease of Retrieval Effects With Sensory Product Experience

Kelly (Kiyeon) Lee, University of Toronto, Canada
Andrew Mitchell, University of Toronto, Canada
Contrary to previous ease-of-retrieval findings, we find that after a sensory product experience, generating more reasons why individuals liked (disliked) the product results in more (less) favorable evaluations of the product than generating fewer reasons. These effects were obtained under both high-and-low involvement conditions and were not due to the content of reasons.
[ to cite ]:
Kelly (Kiyeon) Lee and Andrew Mitchell (2011) ,"Reversing Ease of Retrieval Effects With Sensory Product Experience", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 620-621.